Burberry’s new creative director Riccardo Tisci is reported to be shaking up its delivery schedule by carrying out a series of new drops throughout the year to keep the offer fresh and the customers engaged.
According to WWD, Tisci will release a limited-edition capsule collection as part of his hotly anticipated debut at London Fashion Week on 17 September. This collection will be delivered to store in a series of instant drops starting from September, although it has not yet been confirmed whether product will drop before or after the show.
Just last week the Italian designer, who joined Burberry early in the Spring to replace Christopher Bailey, announced a capsule collection to be produced in collaboration with legendary British designer and punk pioneer Dame Vivienne Westwood. That collection is due to land in December. He has also released a number of sneak previews of a pre-SS19 capsule via his Instagram account (pictured top).
The strategy is a ramp up of the “see now, buy now” approach pioneered by former its president and chief creative officer. Bailey was one of the first designers to switch from showing six months ahead of season to showing collections – which also eschewed the old AW and SS labels in favour of being named simply February and September – that would drop in-store the day after they were shown on the catwalk. Part of Bailey’s final collection for the house in February was made available as soon as the catwalk show ended via a partnership with Farfetch.
Moving forward, it is believed that Burberry will move to a monthly drop of new items in store. Chief executive Mario Gobbetti told WWD: “Our go-to-market strategy is about more frequent, smaller deliveries, and it’s a strategy that will continue for now. If we deliver the full collection right away, you come to the store, see the whole collection and then you don’t really have a reason to come again, unless we can deliver something new.”
Burberry is scheduled to deliver its Q1 trading update tomorrow (11 July).